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professional thesis
Big Data i marketing 21. stoljeća
Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek, 2018. urn:nbn:hr:145:899038
H. Arapović, Una
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek

Institutional repository: EFOS REPOSITORY

Cite this document

H. Arapović, U. (2018). Big Data i marketing 21. stoljeća (Professional thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:145:899038

H. Arapović, Una. "Big Data i marketing 21. stoljeća." Professional thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2018. https://urn.nsk.hr/urn:nbn:hr:145:899038

H. Arapović, Una. "Big Data i marketing 21. stoljeća." Professional thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2018. https://urn.nsk.hr/urn:nbn:hr:145:899038

H. Arapović, U. (2018). 'Big Data i marketing 21. stoljeća', Professional thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 23 November 2024, https://urn.nsk.hr/urn:nbn:hr:145:899038

H. Arapović U. Big Data i marketing 21. stoljeća [Professional thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2018 [cited 2024 November 23] Available at: https://urn.nsk.hr/urn:nbn:hr:145:899038

U. H. Arapović, "Big Data i marketing 21. stoljeća", Professional thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2018. Available at: https://urn.nsk.hr/urn:nbn:hr:145:899038

Metadata
TitleBig Data i marketing 21. stoljeća
Title (english)Big Data and Marketing of the 21st century
AuthorUna H. Arapović
MentorDavorin Turkalj (mentor)
Committee memberDrago Ružić (predsjednik povjerenstva)
Committee memberDavorin Turkalj (član povjerenstva)
Committee memberJosip Mesarić (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Osijek
Defense date and country2018-07-19, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Dinamika poslovnog okruženja nameće nove odnose i nova pravila ponašanja. Uspješni poslovni subjekti se prilagođavaju promjenama koristeći se informacijama s tržišta. Digitalizacija poslovanja pod utjecajem je ekspanzije u stvaranju, distribucije i obrade velikog obima podataka s tržišta. Poslovni subjekti posebno su zainteresirani za podatke koji dolaze iz mikro i makro marketinškog okruženja. Njihova obimnost stvara nove probleme u poslovanju posebno u dijelu prikupljanja, skladištenja, obrade i distribucije istih. U novim okolnostima donošenje odluka temelji se na obradi velikog broja strukturiranih i nestrukturiranih podataka tako da poslovni subjekti postaju data-driven i na osnovama Big Data-e grade nove poslovne modele. Za savladavanje navedenih trendova potrebna su nova znanja i sposobnosti. S tim u vezi svrha je rada analizirati dinamiku poslovnog okruženja i utjecaj Big Data-e na poslovanje. Cilj je rada istražiti zastupljenost i značaj Big Data-e u poslovnim subjektima u Hrvatskoj. U istraživanju metodom anketiranja ispitat će se razina spoznaje o značaju i učincima poslovanja temeljenog na Big Data-i.
Abstract (english)
The dynamics of the business environment imposes a new relationship and a new code of conduct. Successful businesses adapt to the changes using the information from the market. The digitization of business is affected by the expansion in the creation, distribution and processing of high volume of market data. Businesses are particularly interested in the data coming from micro and macro marketing environment. Their amount creates new problems in business, especially in their collection, storage, processing and distribution. In the new circumstances making decisions is based on the processing of a large amount of structured and unstructured data, therefore businesses become data-driven and based on Big Data they build new business models. To overcome these trends, new knowledge and skills are required. In this regard, the purpose of the postgraduate thesis is to analyze the dynamics of the business environment and the impact of Big Data on business. The aim of the thesis is to explore the presence and impact of Big Data on businesses in Croatia. The knowledge of the importance and impact of business based on Big Data will be tested by a survey.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:899038
Study programmeTitle: Postgraduate Specialist Study Marketing Special areas
Study programme type: university
Study level: postgraduate specialist
Academic / professional title: sveučilišni/a specijalist/specijalistica marketinga posebnih područja (sveučilišni/a specijalist/specijalistica marketinga posebnih područja)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Public noteIzjava o čestitosti potpisana u tiskanoj verziji.
Created on2019-10-01 11:53:49